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[QUOTE]Originally posted by Murnak: [QB] Can't get much lower. Lets start promoting the E water! MARCH 15, 2005 Flavoring the market New Dasani and Aquafina extensions hit shelves as flavored waters pour in The flavored water market continues to explode, as the top two bottled water marketers in the US introduce new entries into the segment within a segment. Both Coca-Cola North America and Pepsi-Cola North America last month launched — almost simultaneously — extensions of their respective bottled water lines. Coke's new offerings, Dasani Lemon and Dasani Raspberry, launched just as news of Pepsi's new additions, Aquafina Sparkling and FlavorSplash, reached the market. "We think [these flavors] will offer points of differentiation for a brand that's all about good-tasting hydration," says Coke spokesperson Ray Crockett. The zero-calorie products are sweetened with Splenda- brand sucralose. Pepsi's Aquafina Sparkling and FlavorSplash also are zero-calorie offerings. The latter product is available in three flavors, Raspberry, Citrus Blend and Wild Berry. The carbonated Aquafina Sparkling is available in unflavored, as well as Lemon-Lime and Berry flavors. "People are now seeking variety in their waters, but they're still looking to avoid the calories," observes Pepsi North America spokesperson Nicole Bradley. "The flavored and sparkling segments have been key drivers of water growth over the past year and this is the ideal time to release the new products." Independent beverage market analyst Manny Goldman agrees about the timing. "It's all an attempt to leverage what has become the most noteworthy trend in beverages in decades with the growth of plain old water," Goldman says. "It makes sense because how much does it cost to put a little flavor in? Not very much." The new launches coincide with the release of a Beverage Marketing Corporation report analyzing the flavored water market, The Flavored Water Market: Boom or Bust? by the company's senior editor, Roger Dilworth. According to the report, annual flavored water sales could exceed US$600 million within the next few years. The study, the first in Beverage Marketing's Focus Report series, concedes that it's difficult to predict flavored water's trajectory precisely, as it is still a fledgling segment. The US$600 million figure is cited as the medium-growth scenario, whereas the high-end projection is in the neighborhood of US$800 million. The worst-case scenario for the segment is that it would spike for a couple of years and then decline. For more information on the Focus Report series, go to [URL=http://www.beveragemarketing.com.]www.beveragemarketing.com.[/URL] [/QB][/QUOTE]
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